Search Results

The first and most important set of factors relate to user experience, or “a person’s perceptions and responses that result from the use or anticipated use of a product, system or service” (ISO 9241-210, 2010). Put in very simple terms: Do your visitors like t...

Digital marketers typically advertise online through advertising networks, such as Google AdSense, and advertising exchanges, such as Google AdX (the differences between these are summarized succinctly here but are outside of the scope of this course). Althoug...

Content creation is important for two main reasons. First, it helps build a website’s relevance and authority, contributing to its ranking on search engines—according to most marketers, content marketing is the most efficient SEO tactic (Ascend2 2015, cited in...

As in the previous Chapter’s exercise, you are a fitness center creating a campaign for people who want to get back into shape. One of the personas you are targeting is Avery. Avery is a person living in a major Canadian city center. They are their...

Influencer marketing—a form of social media marketing that capitalizes on people or organizations with large followings who exert some sort of influence over others because of their expertise or charisma—has become both a marketing and a societal phenomenon. T...

Social media has also become one of the main pillars for advertising, and it can support most of the objectives of the different stages of the RACE framework. That is, using social media for advertising can help with increasing awareness, bringing visitors, cr...

Social media has become central to most consumers’ lives. In some countries, social media networks have become synonymous with the internet, to the point where “many use the internet without realizing it” (Pew 2019). Social media has also fueled consumer conte...

In comparison to SEO, search advertising entails gaining traffic on SERPs by bidding on keywords. Search advertising is also referred to as PPC advertising because of the mode of payment: Advertisers typically pay search engines for each click their ad receive...

Banner ads are images or animations that advertise brands, products, and services on websites. They can be likened to the ads one would find in newspapers and magazines. Many types of banner ads exist, including the following: standard banners: standard siz...

A landing page has five basic elements: First, a unique selling proposition (USP), a “unique” benefit offered by the product or the service (I put unique in quotation marks because companies usually present a benefit without it being unique). The USP is typica...

The second most important set of factors relates to backlinks, or links back to your website from other websites. Backlinks can be thought of as votes of confidence from other websites. It’s like a popularity contest: The more people endorse you, the more othe...

Ad campaigns can aim at building awareness, but they are typically associated with making consumers achieve specific goals, such as trying out software for free, registering for an account, sending an email to a company, or downloading a free piece of content....

A landing page is a campaign-specific page distinct from your main website that has one goal and one link (ideally, a call to action). Campaign specific: It is associated with a specific campaign. Ideally, you might also want to create specific landing page...

Reach is the first stage in the RACE framework. It entails the publication and promotion of content in order to draw visitors to our website. The two main objectives at this stage are to build awareness (about your website, brand, products, and/or services) an...

Background Persona You are a real estate company located in Montreal that specializes in first-time buyers. Let’s assume a quick draft of a persona. Bill and Jane are newly wed and are looking to start a family. They want to have some space because ...

We should understand well, at this point, that we are creating webpages with the goal of ranking high on specific search queries. We also understand that not all consumers will use the exact same search query to address a specific need. Let’s go back to the se...

We conclude this chapter by examining how keywords can be used to analyze your competition. To frame what follows, we will assume that competitors know and follow the same rules as you should when creating webpages and choosing keywords. Your competitors ar...

Since user experience is central to ranking high, it becomes quite important to understand how people search for stuff online. We are going to talk about three ways of thinking about this. A first way of thinking about how people search is to consider the obj...

The last set of factors concern keywords. Keywords are terms you include on your webpages to communicate with search engines and with people. They help you clearly identify the ideas and topics on your webpage. Keywords are what link your webpage to the SERP t...

Something to keep in mind when creating content for social media platforms is associated with prototype and exemplar theories. Without getting into too much detail, the central idea here is that in order to stand out, you first must fit in. The idea goes as f...